All hotels share a common goal, increasing occupancy rates. But, how is this achieved at a time when digital marketing is taking over? Pay-Per-Click (PPC) advertisement has become one of the most powerful tools available on the market. On average, organisations using Google Ads have reported making £6 for every £1.20 spent. This goes to show the potential ROI of an effective hotel PPC campaign.
Benefits of an Effective Hotel PPC Campaign
1. Accuracy in Targeting
The main differentiator between PPC and traditional advertising is the level of accuracy in targeting audiences. Using PPC allows hotels to pick and choose who sees their ads. Audiences can be segmented based on criteria like geographical location, previous search behaviour, interests and much more.
But, how is this useful? One-third of people click on PPC ads because it directly answers their question. Meaning that, by analysing user behaviour, hotel PPC ads can target people who demonstrate a high likelihood of actually booking a stay.
2. Budget Management
Utilising PPC is one of the most cost-effective marketing methods. Hotels can specify their budget, this can be set as daily or monthly limits. Setting a budget for a hotel PPC campaign means you do not exceed the set budget. When the budget is spent, the campaign stops.
An additional advantage is that, you only pay when someone clicks on your ad. Therefore, you’re either gaining traffic to the website, or your budget remains untouched, it’s a win-win situation.
3. Monitoring Performance
It may seem difficult to track the effectiveness of a hotel PPC campaign. Fortunately, reporting is not too difficult. There is easy access to campaign analytics like click-through-rate and cost-per-acquisition.
PPC advertisements offer in-the-moment, comprehensive performance information. Advertising strategies can then be optimised using data-driven insights. The ease of information accessibility also promotes well-informed decision-making that improves outcomes.
4. Instant Visibility
PPC advertisements provide instant visibility on search engine results pages (SERPs). In contrast to organic search engine optimisation (SEO), which might take months to show results. For hotels trying to advertise last-minute or limited-time offers, this is perfect.
As PPC allows you to instantly reach prospective visitors with your message, you witness an immediate increase in traffic and reservations. PPC is a popular tactic for quick results, it brings in twice as many visitors than SEO in less time.
Creating Hotel PPC Advertisements
1. Using Relevant Terms in the Copy
Finding out what terms and phrases potential guests are most likely to use ensures your marketing efforts are targeting the correct audience. The success of a pay-per-click campaign lies in the initial keyword research.
Advertising may increase brand recognition by 80%, which emphasises the need for carefully written ad material. When writing text for an ad, making it appealing is essential to getting clicks and conversions. Read more on Hotel Websites Conversion Rate.
Using tools like Google Keyword Planner, you can identify the keywords relevant to your hotel or the area you operate in. However, it doesn’t stop there, other hotel PPC ads may be running for these same terms.
Encourage viewers to act right away by using attention-grabbing CTAs, such “Book Now” or “Limited Time Offer”. To increase ad relevancy, make sure the copy showcases your unique selling points, such location, features, and exclusive deals.
Hotels should aim to raise the relevance and quality score of your ads, by naturally incorporating these keywords into the text of your landing pages.
2. Landing Page Optimisation
The best hotel website designs generate the best results. You have a few seconds to grab a prospect’s attention before they click off the page and move to the next website. Therefore, making sure your landing page is optimised for conversions is crucial.
The copy needs to deliver a clear and direct message, complementing the advertisement content to create a flawless customer experience. Incorporating photos, client endorsements, and a simple reservation procedure also enhances the probability of conversions.
3. Ad Extensions
Ad extensions are additional pieces of information that may be included in your PPC advertising. They increase the visibility and appeal of your advertisements by providing more context to potential customers.
Location extensions, call extensions, and site link extensions are examples of popular ad extensions among hotels. These extensions can improve your ad’s click-through rate and overall effectiveness.
Geo-targeting is a method for presenting advertisements to consumers in specified places. For hotels, this tool is especially valuable since it allows you to target potential visitors in your immediate neighbourhood or certain regions where you receive the majority of your reservations. Focusing on geographical locations relevant to your hotel might boost the success of your PPC advertising.
4. Remarketing
With customers being up to 70% more likely to purchase your products when employing retargeting, remarketing may significantly improve conversion rates and ROI.
This is an excellent way to reach visitors who previously visited your website but did not make a booking. By delivering targeted advertisements to these people when they browse other websites or social media platforms, you can remind them of your hotel and encourage them to return and complete their booking.
How to Maximise ROI for Hotel PPC Campaigns
1. Monitor and adapt campaigns.
To obtain optimal results, PPC programs must be monitored and modified on a regular basis. Regularly review your marketing statistics to identify areas for improvement. To improve your ROI, optimise your bids, ad language, and targeting using performance data. Keep up with industry trends and best practices to keep your campaigns competitive.
2. A/B testing.
A/B testing is creating multiple versions of your advertisements or landing pages and testing them to see which performs better. This technique allows you to focus on the most productive areas of your marketing and make data-driven decisions. To find out what works best for your audience, experiment with different headlines, ad text, images, and calls-to-action.
3. Use negative terms.
Negative keywords are ones that you do not want your ads to appear for. By including negative keywords in your campaigns, you may prevent your adverts from being displayed to irrelevant people, reducing wasted clicks and improving ROI. Update your negative keyword list on a regular basis, taking into account campaign results and search query information.
4. Focus on mobile optimisation.
With the increasing use of smartphones in travel commerce, it is vital to ensure that your PPC ads and landing pages are mobile friendly. Mobile-friendly adverts and adaptive landing pages improve the user experience and can raise conversion rates. Mobile devices account for more than 52% of PPC clicks, highlighting the need of mobile optimisation.
5. Run seasonal campaigns.
Seasonal ads may be useful to hotels because travel behaviour fluctuates throughout the year. Plan your PPC advertising around peak travel seasons, holidays, and local events to capitalise on rising demand. To encourage bookings, offer special discounts and packages around certain periods.
6. Work with influencers.
Partnering with travel influencers can help you increase the reach of your PPC ads. Influencers may create original content to promote your hotel and its offerings, resulting in increased traffic and reservations. Collaborate with influencers that have a significant following in your target market and leverage their reach to boost your PPC campaigns.
Build Your Hotel PPC Campaigns with a Digital Agency.
It is clear that ecommerce for hotels is no longer optional; it is necessary. Investing in hotel PPC campaigns may increase user engagement, conversion rates, and, eventually, reservations. Nemetos Tanasuk specialises in designing engaging and successful hotel websites that stand out.
As a BigCommerce partner and Contentful partner, we are able to provide powerful and scalable solutions in terms of ecommerce for hotels that are suited to the hospitality industry’s specific demands. With our knowledge, your hotel may improve its web presence and provide an unrivalled digital experience to its customers. Contact us today to find out how we can make your website a strong instrument for development and success.
